For the past ten years, energy drinks have been on the rise. Popular in the United States since the beginning of the century, they have established themselves thanks to an ambitious and extremely broad commercial strategy. The Red Bull brand was the pioneer in this field and remains by far the most famous energy drink. Boundary wall surveyors London
Energy drinks that give you – really – wings
By establishing itself as a preferred partner for a large number of sporting and cultural events, Red Bull has become the drink of sportsmen of all kinds and party-goers from all over the world. Its financial strength allows it to sponsor the wildest records : the “Red Bull Stratus” project in 2012, during which Austria’s Felix Baumgartner jumped in freefall from the stratosphere – 39.45 km above sea level .
But behind this success lies another reality, that of the effects of these chemical energy drinks on the health of its consumers. As a study by the Quebec National Institute of Public Health shows , the consumption of energy drinks can cause cardiovascular disorders because of their high caffeine and sometimes taurine content – as it is the Red Bull case. This is even more problematic in a sports context, the study, since these drinks do not promote effort. On the contrary, they can cause gastric disorders, rehydration problems and be the source of cramps.
Faced with this finding, eco-friendly alternatives are starting to emerge, in France and elsewhere, since the beginning of the 2010s. Drunk with the effects of energy drinks on health, young entrepreneurs have embarked on the adventure of drinks natural energizers by entering a market where Red Bull has dominated so far without any eco-friendly alternative.
The examples of Matahi and Club-Maté offer an ethical solution for energy drink consumers by using two products with multiple virtues from other continents: baobab juice and yerba mate.
Club-Maté, the Berlin alternative for clubbers and internet pros
Created several decades ago in Germany, Club-Mate has been officially sold in France since 2013. It is Arnaud and Nicolas who decided to import this already popular drink in Germany . While managing a bar in the eleventh district of Paris, Nicolas discovered the Mate-Club during a trip to Germany as a musician. ” There everyone drank and the whole thing pleased me. When I returned to France I noticed that many people were struggling to get it because there was no official distributor. I thought it was a good idea to change activities, “says Nicolas.
Club-Mate is a drink made from a leaf from South America: the Yerba Mate . All the ingredients that compose it are natural. The brand prides itself on emitting greenhouse gases only during the transport of Mate between South America and Europe. Its production is entirely ensured by renewable energies. She has also set up a system of instructions not to spoil the glass bottles.
The distribution was initially directed towards the favorite public who already consumed it: French hackers and some Berlin clubbers anxious to gain energy without destroying their health, ” says Nicolas. Since the distribution has opened to other environments such as organic groceries or all places that defend better consumption. What attracts its growing audience is the “qualitative and responsible” aspect .